In a remarkable testament to celebrity endorsement power, Compose Coffee has been crowned the best performing franchise of 2025 by Maeil Business Newspaper, following BTS Taehyung’s transformative brand ambassadorship. The “Taehyung Effect” has propelled the Korean coffee chain to unprecedented heights, proving that “everything he touches becomes gold.”
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Taehyung Compose Coffee’s 2025 Success Metrics
| Achievement | Details |
|---|---|
| Award | Best Performing Franchise 2025 |
| Awarding Body | Maeil Business Newspaper |
| 2024 Sales | 88.8 Billion KRW |
| Operating Profit | 36.6 Billion KRW |
| Operating Margin | 41.3% |
| Store Count | 3,000+ nationwide |
| App Downloads | 2+ million new users |
The Taehyung Effect in Numbers
Following the appointment of brand ambassador V, sales in 2024 reached 88.8 Billion KRW, while operating profit surged to 36.6 Billion KRW. Compose Coffee outperformed its peers in profitability with a 41.3% operating margin, more than double that of competitors.
These staggering figures demonstrate the tangible impact of strategic celebrity partnerships in the highly competitive Korean coffee market.
Unprecedented Growth Trajectory
BTS Taehyung’s ambassadorship with Compose Coffee is proving to be a game-changer for the brand, with the South Korean coffee franchise on track to surpass 3,000 stores nationwide this year. This expansion represents one of the fastest growth rates in the Korean franchise industry.
From Endorsement to Empire
Taehyung has been the brand ambassador of Compose Coffee since December 2023, and the results have been nothing short of extraordinary. His appointment as the brand’s model resulted in over 2 million new users on Compose Coffee’s app.
The V COMPOSED Menu Revolution
Compose Coffee introduced the “V COMPOSED” menu, featuring three refreshing creations: Dolce Serenade, Lychee Allegro, and Yuja Staccato, each crafted to perfectly complement the vibrant energy of the summer season.
This limited-edition lineup has not only driven sales but also elevated the brand’s perception, with K-netizens saying BTS’s V made ‘Compose Coffee’ look like a luxury brand.
Industry Recognition and Awards
Compose Coffee has been awarded as one of the Top 100 Franchises of 2025 in the coffee category by Maeil Business Newspaper, a prestigious awards program that selected Compose Coffee as the best performing franchise of 2025 after evaluating 12,000 registered franchises in Korea.
This recognition validates the effectiveness of celebrity brand partnerships in driving substantial business growth.
Long-Term Strategic Vision
According to Daily Hankooki, Compose Coffee shared their willingness to continue their ties with Kim Taehyung, expressing their wish to take this collaboration beyond a one-time modeling deal to long-term plans due to the synergy the idol shares with the brand.
This strategic approach reflects the company’s understanding of Taehyung’s lasting impact on K-pop marketing strategies.
Fan and Market Response
The overwhelming positive response from fans showcases the power of authentic celebrity partnerships. Social media has been flooded with praise for the collaboration, with fans noting how “everything he touches becomes gold” when referring to Taehyung’s business ventures.
Digital Marketing Success
With massive billboards displaying BTS’ Taehyung’s Compose Coffee ads spotted in Seoul and personalized cup holders, the brand has maximized its visibility across multiple touchpoints, demonstrating sophisticated digital marketing integration.
Impact on Korean Coffee Industry
BTS’ Taehyung’s endorsement with Compose Coffee has aided in the brand’s growth and profit margin increase, propelling the brand beyond Starbucks in South Korea. This achievement marks a significant shift in the competitive landscape of Korea’s coffee market.
The success story highlights how local brands can leverage K-pop’s global influence to compete with international giants.
Business Lessons from the Partnership
The Compose Coffee-Taehyung collaboration offers valuable insights for franchise business strategies:
- Authentic partnerships yield better results than superficial endorsements
- Product collaboration (V COMPOSED menu) enhances brand engagement
- Long-term commitment builds stronger brand equity than short-term campaigns
Future Implications
This success story sets a new benchmark for celebrity endorsements in the Korean market, potentially influencing how other brands approach entertainment industry partnerships.
The sustained growth and profitability demonstrate that when executed strategically, celebrity partnerships can deliver measurable ROI beyond initial marketing buzz.
Stay updated with the latest BTS member business ventures and K-pop industry developments on Technosports. Explore our comprehensive coverage of celebrity brand partnerships and franchise success stories.
Frequently Asked Questions
Q1: How exactly did BTS Taehyung’s endorsement help Compose Coffee become the best performing franchise of 2025?
A: Taehyung’s endorsement since December 2023 resulted in remarkable growth: 88.8 billion KRW in 2024 sales, 36.6 billion KRW operating profit, and a 41.3% operating margin that doubled competitors. The partnership attracted over 2 million new app users and helped the brand expand to 3,000+ stores, leading Maeil Business Newspaper to name it the best performing franchise after evaluating 12,000 Korean franchises.
Q2: What makes the Compose Coffee and Taehyung partnership so successful compared to other celebrity endorsements?
A: The partnership goes beyond typical endorsements through authentic product collaboration (V COMPOSED menu with drinks like Dolce Serenade, Lychee Allegro, and Yuja Staccato), comprehensive marketing integration including massive Seoul billboards and personalized merchandise, and a long-term strategic approach rather than short-term campaigns. This authenticity has elevated Compose Coffee’s brand perception, with netizens noting it now looks like a luxury brand.
